Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
RETAIL STRATEGY
Carrefour continues Kenyan expansion with opening of 28th outlet
By our African Marketing Confederation News Team | 2025
Kenya’s retail sector has witnessed sustained growth, with both local and international retailers expanding their presence.
Carrefour, the French-based supermarket giant, is continuing with its expansion strategy in Kenya and recently opened its 28th store in the East African country. The new store is at Maasai Mall in Rongai, located about 17 km south of Nairobi’s CBD.
Celebrations as Carrefour opens its latest Kenyan outlet. Photo: Carrefour
Carrefour, through its local partner Majid Al Futtaim, now operates 23 stores in Nairobi and its environs, three in Mombasa, and one in Kisumu. The latter is the third largest city in Kenya and is in the Western Highlands.
“This latest expansion is part of Carrefour’s strategy to enhance accessibility and provide customers with a seamless shopping experience, both in-store and online,” reports the Foodpreneurs Hub website, which covers the African food industry.
It adds that Kenya’s retail sector has witnessed sustained growth, with both local and international retailers expanding their presence.
Kenya’s rapidly urbanising regions
“These expansions aim to meet the needs of Kenya’s rapidly urbanising regions, particularly in high-growth residential and commercial hubs,” Foodpreneurs Hub states.
Alexandre Cerqueira, District Manager Supermarkets at Carrefour Kenya, noted in a recent social media post: “This milestone marks an exciting step as we expand in Rongai, ready to serve a vibrant new customer community. We’re excited to be part of Rongai’s dynamic spirit, bringing quality and convenience closer to home.
He adds: “Our commitment goes beyond the store walls, we’re also here to meet our customers’ needs online, making shopping more convenient than ever.
“A huge congratulations to the entire team for their dedication and hard work. Everyone moved in the same direction with one clear goal: opening the store as quickly as possible while ensuring we deliver the best for our customers.”
Carrefour’s Kenyan expansion is said to have created over 700 jobs in 2024. It claims to source 99% of products locally, benefiting over 690 Kenyan farmers and SMEs.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.